Customer journey mapping

MORE CUSTOMER SERVICE EXPERIENCE WITH LESS BUDGET & STAFF

Workshop led by…..

Terry Gatward

AGENDA

• Objectives

• Introductions & Current State

• Why Customer Experience is topical/important

• Your experience as a customer

• Customer Journey mapping

• Take it further?

OBJECTIVES

• Understand why Customer Experience is important

• Understand how to look at Customer experience

• Talk about some of your personal experiences as a customer

• Practise Customer Journey Mapping with 4 key elements

• Provide Information on how you can take Customer journey Mapping further

INTRODUCTIONS & CURRENT STATE

• Introduce yourself

• Outline 3 top issues you face at your library

• Define who are your customers?Customer = User = Client?

• What you would like to get from todays workshop

LESS BUDGET & STAFF

• Reflection on yesterdays presentations

WHY CUSTOMER EXPERIENCE IS TOPICAL/IMPORTANT

Do more with less

Transition from physical to virtual

Impact of new technologies and the changing needs of customers

Recap of yesterdays key points

AGE OF THE CUSTOMER

A DEFINITION OF CX

Customer Experience is: “How your customers perceive their interactions with your organisation”

THE CUSTOMER JOURNEYSource: Forrester Research

YOUR EXPERIENCE AS A CUSTOMER...

The best ... The worst ...

As a group,

describe the best and the worst customer experience you’ve had (as a customer) and why?

You can do this exercise at work - it makes people “think Like a Customer”

CUSTOMER CENTRICITY PRINCIPLE

“I consistently think like my Customers”

in order to

Meet their Needs and Be Easy to do business with and Enjoyable to do business with

Who are your customers ? ... All of them !!

Put yourself in their shoes and identify:

• What they want to achieve and why

• Their thinking process (thoughtpoints)

• The contact they want to have with you (touchpoints)

• Significant steps / decision points in their process

• Their thoughts and feelings

UNDERSTANDING THE CUSTOMER’S JOURNEY

• Two main elements

© LIW 2012

UNDERSTANDING THE CUSTOMER’S JOURNEY

• elements

‘Personas’

‘Magics’

‘Tragics’

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EXAMPLE JOURNEY MAP

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MAP THE CUSTOMER JOURNEY

Identify the ideal customer “touch points” and “thought points” for the processes used in your role

Define the personas that are your customers

Identify the opportunities for Magics and Tragics in the processes used by your role

Identify changes / actions to successfully deliver and support the ‘To Be’ customer experience

TAKE IT FURTHER?

CX Journey Mapping Toolkit - Designing CXdesigningcx.com/cx-journey-mapping-toolkitThis page contains everything you need to run effective Customer Journey Mapping at your company. Print out guides, slides and templates and activities.

Helpful s/w: http://www.touchpointdashboard.com/

Human centred Designhttp://www.hcdconnect.org/methods

Run your own in-house workshop